An article in The Christian Science Monitor examines whether it's good to promote a myth, or to tell the truth:

If you're selling a serpent, or rather a mythical serpent, how much spin is too much?

That seems to be gist of the latest Loch Ness monster spat.

Tourism is big business in the Scottish Highlands. And nothing draws folks to Scotland's second-longest lake like a good Loch Ness monster sighting.

But two local businessmen have set off a tempest in a serpent's teapot over how honest to be with tourists about whether there is – or isn't – a sea monster in Loch Ness.

George Edwards, who runs Loch Ness Cruises, complained that some of the other members of the Drumnadrochit, Scotland, Chamber of Commerce are leaving tourists - especially those visiting the Loch Ness Centre - with the impression that the Loch Ness monster is just a "myth."